Campari UK goes wild for new-look bourbon

ByJo Gilbert

Published: 05 September, 2016

Wild Turkey has launched its refreshed packaging into the UK.

The new label design for the entire range of premium Wild Turkey bourbon and rye whiskeys will be available to the on and off-trade this week as part of a push by parent company Camapari UK to further penetrate the UK market.

The Kentucky bourbon brand's eponymous turkey plays a bigger role on the new labels - part of the company's strategy to promote Wild Turkey's history and core values.

A detailed new turkey illustration features on every expression, but is most prominent on Wild Turkey 101 - an expression which is associated with bourbon legend Jimmy Russell.

"The bold and characterful liquid of Wild Turkey now has a fantastic new label to match. The new labels all featuring a proud and prominent turkey icon, will ensure the bottle stands out in much the same way the whiskey has for decades.

"There has been an explosion of interest in bourbon and rye whiskies amongst UK bartenders and consumers, and the new pack will help ensure Wild Turkey remains at the forefront of this in the coming years," said Nick Williamson, Campari UK's marketing director.

To date, the company has invested more than $100 million to modernise and expand the Wild Turkey distillery experience in Kentucky, including the construction of a new visitor center and packaging facility.

The new look for the range also reflects the promotion of Jimmy Russell's son Eddie to role of master distiller last year.

The packaging now makes it clear that Wild Turkey Kentucky Straight Bourbon (formerly known as Wild Turkey 81) is Eddie's creation, while Jimmy is the creator of Wild Turkey 101, by featuring their signatures on the labels.